Biblioteca Digital de VanguardiaContribution of storytelling for the creation of emotional marketing in a company of purified water of bahía de Caráquez, Ecuador 2019
Currently, brands have realized that creating an emotional bond in their target groups opening advantages over competition and have found in the old art of storytelling the perfect ally for that purpose. Storytelling is a powerful strategy that allows you to create that emotional link between produc...
| Autores principales: | , , |
|---|---|
| Formato: | info:eu-repo/semantics/article |
| Lenguaje: | Inglés Español |
| Publicado: |
Escuela Profesional de Ciencias de la Comunicación Social de la Universidad Nacional del Altiplano
2019
|
| Acceso en línea: | http://www.comunicacionunap.com/index.php/rev/article/view/386 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/54319 |
| _version_ | 1782339793913380864 |
|---|---|
| author | Carbache Mora, César Arturo Ureta Ureta, Sara Margarita Nevarez Vera, Joel Antonio |
| author_facet | Carbache Mora, César Arturo Ureta Ureta, Sara Margarita Nevarez Vera, Joel Antonio |
| author_sort | Carbache Mora, César Arturo |
| collection | Repositorio |
| description | Currently, brands have realized that creating an emotional bond in their target groups opening advantages over competition and have found in the old art of storytelling the perfect ally for that purpose. Storytelling is a powerful strategy that allows you to create that emotional link between producer and consumer. The objective of this research is to analyze the contribution of storytelling to generate emotional marketing strategies in purified water companies in the city of Bahía de Caráquez. The methodology implemented was the observation and application of surveys to customers of said product. The results were that consumers by brand preference are at 26.7 percent. However, 21.7 percent have little knowledge of the advertising of the companies under study. It is proposed that companies engaged in this commercial activity lack emotional marketing strategies based on the creation of stories that expand their field of service, attraction and customer loyalty. |
| format | info:eu-repo/semantics/article |
| id | clacso-CLACSO54319 |
| institution | CLACSO, Repositorio Digital |
| language | Inglés Español |
| publishDate | 2019 |
| publisher | Escuela Profesional de Ciencias de la Comunicación Social de la Universidad Nacional del Altiplano |
| record_format | greenstone |
| spelling | clacso-CLACSO543192022-03-17T19:11:46Z Contribution of storytelling for the creation of emotional marketing in a company of purified water of bahía de Caráquez, Ecuador 2019 Aporte del storytelling para la creación del marketing emocional en empresa de agua purificada de bahía de Caráquez, Ecuador 2019 Carbache Mora, César Arturo Ureta Ureta, Sara Margarita Nevarez Vera, Joel Antonio Currently, brands have realized that creating an emotional bond in their target groups opening advantages over competition and have found in the old art of storytelling the perfect ally for that purpose. Storytelling is a powerful strategy that allows you to create that emotional link between producer and consumer. The objective of this research is to analyze the contribution of storytelling to generate emotional marketing strategies in purified water companies in the city of Bahía de Caráquez. The methodology implemented was the observation and application of surveys to customers of said product. The results were that consumers by brand preference are at 26.7 percent. However, 21.7 percent have little knowledge of the advertising of the companies under study. It is proposed that companies engaged in this commercial activity lack emotional marketing strategies based on the creation of stories that expand their field of service, attraction and customer loyalty. Actualmente las marcas se han percatado que creando un vínculo emocional en sus grupos meta apertura ventajas por sobre la competencia, y han encontrado en el viejo arte de contar historias el aliado perfecto para ese propósito. El storytelling es una potente estrategia que permite crear ese vínculo emocional entre productor y consumidor. El objetivo de esta investigación es analizar el aporte del storytelling para generar estrategias de marketing emocional en empresas de agua purificada de la ciudad de Bahía de Caráquez. La metodología implementada fue la observación y aplicación de encuestas, a clientelas de dicho producto. Los resultados fueron que los consumidores por preferencia de marca están en un 26,7 por ciento. Sin embargo, un 21,7 por ciento tienen poco conocimiento de las publicidades de las empresas objeto de estudio. Queda planteado que las empresas dedicadas a esta actividad comercial carecen de estrategias de marketing emocional en base a la creación de historias que amplíen su campo de servicio, atracción y fidelización de consumidores. 2019-12-23 2022-03-17T19:11:46Z 2022-03-17T19:11:46Z info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo evaluado por pares http://www.comunicacionunap.com/index.php/rev/article/view/386 10.33595/2226-1478.10.2.386 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/54319 eng spa http://www.comunicacionunap.com/index.php/rev/article/view/386/191 http://www.comunicacionunap.com/index.php/rev/article/view/386/197 http://www.comunicacionunap.com/index.php/rev/article/view/386/203 application/pdf application/pdf text/html Escuela Profesional de Ciencias de la Comunicación Social de la Universidad Nacional del Altiplano Comuni@cción: Revista de Investigación en Comunicación y Desarrollo; Vol. 10 Núm. 2 (2019); 140-150 Comuni@cción: Journal of Research in Communication and Development; Vol. 10 No. 2 (2019); 140-150 Comuni@cción: Revista de Pesquisa em Comunicação e Desenvolvimento; v. 10 n. 2 (2019); 140-150 2226-1478 2219-7168 |
| spellingShingle | Carbache Mora, César Arturo Ureta Ureta, Sara Margarita Nevarez Vera, Joel Antonio Contribution of storytelling for the creation of emotional marketing in a company of purified water of bahía de Caráquez, Ecuador 2019 |
| title | Contribution of storytelling for the creation of emotional marketing in a company of purified water of bahía de Caráquez, Ecuador 2019 |
| title_full | Contribution of storytelling for the creation of emotional marketing in a company of purified water of bahía de Caráquez, Ecuador 2019 |
| title_fullStr | Contribution of storytelling for the creation of emotional marketing in a company of purified water of bahía de Caráquez, Ecuador 2019 |
| title_full_unstemmed | Contribution of storytelling for the creation of emotional marketing in a company of purified water of bahía de Caráquez, Ecuador 2019 |
| title_short | Contribution of storytelling for the creation of emotional marketing in a company of purified water of bahía de Caráquez, Ecuador 2019 |
| title_sort | contribution of storytelling for the creation of emotional marketing in a company of purified water of bahía de caráquez, ecuador 2019 |
| url | http://www.comunicacionunap.com/index.php/rev/article/view/386 http://biblioteca-repositorio.clacso.edu.ar/handle/CLACSO/54319 |